This isnโt the definitive list of the worst websites Iโve ever seen. But if youโre a sensitive soul with design proclivities, Iโd get a blanket and a cup of something soothing before you dig in. There are horrors ahead.
Apart from laughing at them, why should we ever look at terrible websites? Wouldnโt it make more sense to learn from the best, rather than the worst?
You can learn a lot about what not to do from failure. (If I were planning to go that route, Iโd have started here, with the self-declared โworldโs worst website.โ)
But the sites in this list arenโt failures โ theyโre successful mutants. Theyโre each on the list for breaking most or all of the โbest practiceโ rules of design and still succeeding in at least one important way.
And if they donโt look like you expect a good website to look, well, arenโt you tired of looking at cool people drinking coffee anyway?
Make no mistake: Some of these are visual horror shows. Thereโs no way your website should look exactly like them. But each of them represents a lesson in making a website that actually works.
Letโs check them out.
1: Superior Web Solutions
Where to start? Your website could be nexted. Run now (just donโt run Flash).
Why does it make the list?
This is a dull, poorly written website. The copyโs barely literate, the design doesnโt so much scream as mumble y2k, and when I ran it through Screaming Frog my browser crashed and my phone rang. Most pages donโt have an h1.
But, as soon as you look at it, you know what they do. They make websites.
When you look at the sites that are held up as the epitome of design, itโs sometimes difficult to tell what it is they actually do. And the copy is even less help than the imagery. It may be grammatical and in English, but in many cases itโs such an afterthought to a million cool design gimmicks that it doesnโt come out above the fold and say, โwe do X.โ
Where thought has gone into it, it often kind of looks like this:
But when it comes to Superior Web Solutions, itโs crystal clear.
2: AintWet
What do they want me to do? I donโt get itโฆ
Why does it make the list?
Aintwet is an example of a web design trend called brutalism. Brutalism isnโt meant to look โbrutalโ โ it comes from the French word โbrut,โ which means โraw.โ Often, brutalist websites feature clashing neon colors, garish typography, and a whole bunch of classic design โerrors.โ Like these.
So far, so abstract. And there are a lot of brutalist websites that look awful and are awful. Special mention to Yale School of Artโs unnavigable, incomprehensible monstrosity.
But the reason AintWet makes the list is that youโd have to have your monitor switched off to miss their CTAs. The whole homepage is a CTA. This is design at work โ itโs โbrutโ not because itโs big and square and kind of ugly in an arresting way, but because it passes every quick-and-dirty test of solid design.
Squint test? Check. Person is drunk test? Probably, donโt ask me.
And that points to some of the arguments Marc Schenker made last year for Webdesignerdepot. Schenker argues that brutalismโs โultra-minimalist design choices actually can prove beneficial to raising conversion rates,โ mainly by making sites load faster and improving usability.
AintWet is a case in point: it loads fast, but mostly, this is a hard website to get lost in.
Click through and you get this:
This is their shop:
Every option a user has on this site is marked like a fire door. Aesthetically youโre going to love it or hate it, but youโre not going to have to hunt for the โcancelโ button.
3: LingsCars
For best results, leave the page open a minute or two to see a drag act perform the whole of the Shangri-Lasโ โLeader of the Packโ in the background. Iโll wait.
Why does it make the list?
Chinese-born, UK-based car rental businesswoman Ling Valentine has one of the most appalling websites Iโve ever seen, hands down. She regularly updates the design, each one more crass, garish and tasteless than the last. Check โem out:
Pretty bad. It gets worse.
Had enough?
Hoo boy.
But she must be doing something right, because she gets an amazing amount of traffic.
Itโs all organic, and itโs worth a ton of money.
Not bad for a site thatโs registered in Gateshead to Lingโs husband Jon, whom she met in Finland while failing an MsC in wood chemistry (yes, really: Finnish is โbloody hard to learn,โ apparently).
(I love that the registrant email is the siteโs sales email.)
Lingโs website might be (might be? Definitely is) downright terrifying. But her customers seem to like it. Her business is booming because her website generates traffic.
Based on that Ling turned over $106,192,200 in 2015 (her figures).
And thatโs what a website should do.
Does it take the Shangri-Las to do it? Heaven only knowsโฆ
4: Craigslist
It is some text. But quite a lot of it.
Why does it make the list?
Craigslist is the best of a slew of websites like the Drudge Report that are basically a page full of text links. Click them to go to another page of text. This is like Web 0.5. Even the name is as design-backwards as you could get: itโs called Craigslist because itโs Craigโs list. Craig Newmark started the site in 1995 and then basically didnโt change it.
He didnโt really need to. Craigslist is monumentally successful. Ahrefs estimates the value of its organic traffic at $206 million.
It turned over $690 million dollars in 2016, a 75% bump on the previous year โwithout spending a penny on advertising or marketing โ the largest expense at most major classified companies,โ in the words of Peter M. Zollman, executive editor of Classified Intelligence Report.
Most of that is profit. There are around 50 people working at the company and its main expenses are server costs and legal fees.
Yet, Forbes values Craigslist โconservativelyโ at $3 billion.
Again, this is a site that works. And it does do without continual redesigns, garish tricks or even images, and without a lick of advertising or marketing.
Why?
Turns out, the secret of Craigslistโs success might be pretty similar to Lingโs.
โTwenty years ago, I had in mind fancy user interface stuff,โ Newmark told Alyssa Bereznak at The Ringer. โTalked to people, they said, โDonโt do that, keep it simple and fast and get to the point.โโ
That sounds like good advice, for design, copywriting or anything else thatโs about communication and helping people find or do what they want to do.
Equally important, though, is that thereโs genuinely a vision behind the siteโs layout and user experience.
โIโm afraid my own personal attitudes reflect that,โ Newmark continues. โEspecially when Iโm listening to people speak, I want folks to get to the point fast and then stop.โ
5: Google
Wait, what?
Why it makes the list
Every other site on the list, Iโve had to justify why I think itโs great. The reasons itโs awful are looking you in the face. Googleโs not like that. This time, I have to answer: what on earth makes you say Googleโs a terrible website?
Well, for starters, like Craigslist, Google hasnโt changed much since the 90s. Hereโs Googleโs homepage in 1998:
Thatโs different, for sure. But compared with how different the web looks now to then, itโs hardly any change at all.
For comparison purposes, hereโs Yahooโs homepage in 1998:
Different. Yahoo and most other search engines focused on throwing the whole internet at you as soon as you opened them. Google stuck with a search box and a couple of links. Googleโs homepage is super clean and light, characterized by vast expanses of white space. It was anomalous when it emerged, but itโs now the undisputed king of search:
Itโs also conditioned what we expect from a search engine.
But thereโs almost nothing there. Just the one thing they want you to do. Is it too stripped down, too basic, too spare? No. Because everyone knows the one thing theyโre meant to do on that page. And itโs not like Google started out busy and toned it down over time: they emerged right out of the gate with a super-spare homepage, and their success was rapid. Itโs always been a simple, intuitive interface.
Maybe your site shouldnโt be quite that spare. But in all too many cases websites are full of stuff that stands between the user, and the one thing the designer wants them to do. Google neatly avoids that trap.
Conclusion
Some of these sites are conspicuously unpleasant to the eye. Others are barely there, or weirdly super-simple. But what they all have in common is confidence, real creative or business vision, and a sense of putting the user in the driving seat. Theyโre built to be used, and thatโs why they work.
The takeaway is to look afresh at other sites, including your own, and think about what you could stand to move or lose, to de-clutter the userโs route to the thing you want them to do. Probably leave the Shangri-Las alone for now though.